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7 Types of Market Position

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A market position is the space captured by an established brand, product or service in a crowded market. It is the answer to the question "why do customers buy our product?" Market position is defined in terms of customer needs, customer perceptions and the competitive advantages of a firm. The following are common types of market position.

Brand Identity

The mission, vision, concepts, visual symbols, ethics, culture, reputation and legacy of a brand. People buy what inspires them.

Brand Recognition

How well your brand is known. People will often buy what they recognize.


Relationships with customers. For example, a restaurant that has impressed thousands of customers over the years that enjoys repeat business and high ratings online.


Your prices. Price is one of the strongest types of competition. In many industries, customers typically purchase the lowest price item that meets a minimum level of quality.


The capabilities and performance of your products and services.


The value of your products and services including intangible elements such as experience and reliability.


Reaching your customers. Customers often buy from the most convenient location or from the salesperson who reaches out to them first.
Overview: Market Position
The space captured by an established brand, product or service in a crowded market.
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